Case Study — Activision
Activision wanted to promote their new hard core game in an hard core environment. Targeting Males 16 to 35 in an interactive and credulous atmosphere made GetFrank ideal. Their focus was on creating product awareness and directing traffic to the Call of Duty: World at War website. With GetFrank as the wing man success was inevitable.
Getfrank.co.nz - with its audience of ravenous gadget fiends, was a ready environment for Activision to exhibit its' new product. The audience is largely male and has a significant household income over $100,000.
The Solution
Using display advertising Activision sought to capture attention. Creative was positioned in the Skyscraper and Super Skyscraper position to get maximum ROS and Page exposure. The Super Skyscraper position on GetFrank was the best point of impact. The creative was strategic in that it encouraged the website user to interact with it and ultimately be redirected to the games website.
• 80,000 advertisement impressions
Performance
The creative was duplicated between the Super Sky and the normal Skyscraper and in true warfare style bigger proved to be better. The Super Skyscraper had an average CTR throughout the 2 week campaign of 0.42% with at one point the click throughs being over 1%, well above the industry standard of 0.25%.
